If you enjoy this letter you can watch it in more depth ​on YouTube​.

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Every creator knows that sinking feeling: you pour your heart into new content, hit publish, and... crickets.

The same handful of views

Maybe a couple comments

And no real jump in subscribers.

It’s frustrating enough to make you question every decision you’ve made so far.

Most people double down on gear upgrades, take more courses, or simply blame the algorithm and timing.

But if you’re a newer or smaller creator struggling to grow, there’s likely a hidden factor at play—something I call the “audience trap.” Your future audience—the people who would eagerly subscribe if they found you—likely aren't who you think they are.

This misalignment keeps 99% of creators stuck, and while it's simple to fix, it's remarkably difficult to spot.

The trap forms gradually through a natural progression. As creators, we immerse ourselves in learning from those who've succeeded. Their content fills our feeds, their voices accompany our commutes, their tutorials light up our monitors late into the night.

This dedication makes complete sense—every new skill could open another door, each insight might lead to our next breakthrough.

But a subtle shift occurs.

Without realizing it, we begin creating through the lens of what we imagine these mentors would think if they encountered our work. The influence seeps into our decisions, standards, and creative process invisibly.

While we never consciously say "I'm making this for that creator," this hidden influence fundamentally undermines our growth.

When we create through this lens, we unknowingly build a gap between our content and the audience who would willingly subscribe.

As we learn and raise our internal bar, we start producing at that "new normal"—thinking we're creating better content because it's more sophisticated. Instead, we're pulling the ladder up behind us.

The concepts that took us months to learn get compressed into content that newcomers struggle to follow.

Our expertise becomes a barrier rather than a bridge.

But this doesn't just cost us a single view—it costs us long-term fans who could have grown with us over months or years.

Having grown my Instagram to 100k followers in a year and monetized two YouTube channels in just weeks, I've identified three principles that break this pattern:

First, identify your real audience by looking back at your own journey.

What kept you up at night?

What resources were you desperately searching for?

What concepts seemed just out of reach?

Your memories provide the blueprint for content that will deeply resonate with viewers at that same stage.

Second, resist the urge to showcase your expertise through advanced terminology. When we learn something new, we often "forget" how we thought about it before.

But those earlier, more basic explanations are essential bridges between where your viewers are now and where you can take them.

Third, redefine success.

Instead of fixating on metrics or validation from established creators, measure your content by how much time or struggle it would have saved you when starting out.

If it would've given "past you" a shortcut, it's a win.

Many resist this approach, fearing that aiming content at beginners means being seen as one. The opposite is true.

Thousands of new creators start their journey daily, and to them, you're the mentor and inspiration they need. When you identify the moments that shaped your path and meet people where they are, you transform your knowledge into real value for others.

This shift changes everything. Instead of tuning out, your viewers will connect with you—and they'll eagerly subscribe for more.

If you enjoyed this letter you can watch it in more depth ​on YouTube​.